Redefining content marketing: Marrying storytelling and technology

One of the main focus areas for digital and content marketers at the moment is creating hyper-relevant, personalised experiences for their users. Acting on something like this not only makes an offering more significant to the individual but also boosts their chances of on-going as well as repeat engagement with a brand or, alternatively, a publication.

The Role Of Personalisation In Content Marketing

Personalisation can take on a number of different forms, depending on the particular applications at work. The gradual transition towards enhanced personalisation is linked to the manner in which we access our digital worlds.

Our engagement with these spaces has become more seamless, whether we are talking to our digital assistants or making use of autocomplete in order to fulfil a search. This means that expecting the content that we engage with to covertly speak ever more to our particular needs is an inherent consequence.

Not surprisingly, companies have recognised personalisation as one of the levers which can be utilised in order to get users to voluntarily part with their data. In recent research, it was found that one in five people are happy to give away their personal information for access to a more personalised service or product.

Storytelling Is Central To Business

Persuasion is the centrepiece of any company’s activity:

• Customers need to be convinced that they need to buy your company’s products or services,
• Employees and colleagues must be convinced that they should go along with a new strategic plan or re-organisation,
• Investors need to be convinced to buy (or not to sell) your stock, and
• Partners must be convinced to sign the next deal.

However, despite the crucial importance of persuasion, many executives struggle to communicate, let alone inspire. Too often, they get lost in the trappings of company-speak:

• PowerPoint slides,
• Dry memos, as well as
• Hyperbolic missives from the corporate communications department.

Even the most meticulously researched and considered endeavours are regularly greeted with scepticism, disillusionment, or outright dismissal.

Storytelling is the process of using fact as well as narrative in order to communicate something to your audience. Some stories are factual whereas some are embellished or impromptu in order to explain the core message in a better fashion.

Storytelling is an art form as ancient as time and has a place in each culture and society. Why? Because stories are a common language that everyone — irrespective of dialect, hometown, or heritage — can understand. Stories inspire imagination and passion and create a feeling of community among listeners and tellers alike.

Telling a story is like drawing a picture with words. While everybody can tell a story, some people fine-tune their storytelling skills and turn into a storyteller on behalf of their organisation, brand, or business. You might’ve heard of these folks — we typically refer to them as marketers, content writers, or PR professionals.

However, with any piece of content making sure that the correct audience is able to view it is just as important as the messaging itself. There is no point in carefully refining a by-line designed to demonstrate the industry thought leadership if no one can see it. This truth is becoming a problem for many brands today. Owing to the variety of ways audiences get their news online – smartphone, tablets, desktops, laptops – marketing content needs to be developed and adapted to all communication channels as well as devices.

Get in touch with the Digital School of Marketing

Is your interest in content marketing piqued? If it is then you need to do our Digital Copywriting and Content Marketing Course. For more information, please follow this link.